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Advertising Alone - Case Study 3 (Products > 4 Years)
Study Objective
To determine the ability of print advertising in medical publications to increase Rx's, sales, and the ROI (Return on Investment) for products which have been on the market for greater than 4 years.
Methodology
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9 separate print advertising campaigns were evaluated.
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For each campaign, a minimum sample of 2,000 physicians completed a questionnaire that documented their exposure to medical journal advertising and other major forms of promotion.
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Two groups of physicians were then compared: a test group exposed to print advertising, and a control group not exposed.
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The individual physicians in the two groups were then matched to a new prescription database (Walsh or IMS), and the change in new prescription share computed (test period vs. baseline).
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The last step in the analysis was to calculate the print advertising ROI for each product by dividing the annualized average sales increase (as generated by the market share growth) by the annualized average print spend. |
Results
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Medical Journal Advertising alone significantly increased sales, and provided an ROI of $4.45 for every dollar spent, on products which have been on the market for greater than 4 years. |
Print Only
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Print Spend*
($000)
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Sales Increase**
($000)
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ROI***
(Per $ Spent)
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$827
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$3,680
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$4.45
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| * |
Annualized average print spend
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| ** |
Annualized average sales increase
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| *** |
Annualized average ROI
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Source: PERQ/HCI
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